‘Own the Game’ is a growth and investment strategy, which will lead adidas into a successful future.

Kasper Rorsted, CEO of adidas AG 

‘Own the Game’ is our strategy that guides us through to 2025 – a plan rooted in sport. Sport is adidas’ past, present and future. ‘Own the Game’ puts the consumer at the heart of everything we do and is brought to life by our people.  

Our strategic focus is on increasing brand credibility, elevating the experience for our consumer and pushing the boundaries in sustainability. The execution of our strategy is enabled by a mindset of innovation across all dimensions of our business as well as our digital transformation. We own the game and will drive significant growth.  


For more a full summary of our strategy 'Own the Game', please click here.